Call, text, or email? The great debate on client communication preferences

Good communication is one of the most important factors consumers use when choosing a real estate agent to work with. If they don’t receive a timely response — whether they’re a prospect or a client — they are likely to turn to another agent who communicates more quickly.

In fact, even among consumers who reported a positive overall experience with their agent, communication was one of their top reasons for dissatisfaction.1

That said, communication goes far beyond how quickly you respond. Agents must also think about the mode of communication when contacting leads and clients. (I know, just when you thought you had mastered it all …)

Is it better to text, email or call?

There’s no one-size-fits-all solution, but realtor.com® research has found that today’s consumers generally show a preference for text or email over phone calls.1

Yet, agents most often initiate the first contact with a phone call.1

There’s a disconnect here…

Every client will have different preferences, so it’s important to set the stage at the beginning of the relationship in terms of how best to communicate with clients and how often.

Go straight to the source

Make it part of your routine to ask clients their preferred communication method — and be ready to reach them where they’re most comfortable.

Set up a simple survey with a free tool like Google Forms or SurveyMonkey to ask new leads, along with current and past clients, their communication preferences and then log those preferences into your CRM so your future communications align with their wants and needs. If you want to keep it simple - just simply ask in an email and record the responses as you go.

Once you know those preferences, it is critical to have systems in place to track your conversations with detailed notes so each time contact is made it’s tailored to the client or lead. Beyond tracking, an intuitive system (like the one included with ConnectionsSM Plus!) can help by prompting appropriate touch points to follow-up with and nurture leads over time so you can stay top of mind until they’re transaction-ready.

Check out this quick tip from Heather Elias, Associate Broker with CENTURY 21 Redwood, on the importance of learning a consumer’s communication preferences:

1 realtor.com® Consumer Survey, September 2017

About the Author

Kristi Kennelly, former Broadway performer and corporate executive, has been involved in real estate marketing and mortgage technology since 1998 with a focus on effective marketing and sales strategies, communication and how to best leverage technology to get it all done. After spending nine years leading the marketing department for Interthinx, where she helped win Mortgage Technology Magazine’s prestigious 10X and Synergy Awards, Kristi rejoined the realtor.com® team as a national speaker.
For those interested in the Broadway career, Kristi was the youngest performer ever hired for CATS (she performed as “Rumpleteazer” in the Broadway, national and Los Angeles companies) and played opposite Matthew Broderick in How to Succeed in Business without Really Trying. Kristi is married with one son and is a year-round Little League fan.